Research your way

From brief to insight, how a project with incling works.

1. Discovery

   We start every project with a conversation. Before any design decisions are made, we want to understand the business challenge, what decision it needs to inform, what you already know, who will act on the findings, internal delivery deadlines and what success looks like. This is accompanied by an in depth exploration of the product, service or opportunity being researched.

2. Design

   We'll leverage over a decade of experience in online research to tailor an approach to your specific objectives. This includes suggesting participant profiles, drafting and finalising a screener and creating an activity framework for you to consider.

3. Recruitment

   We've done research in more than 30 languages across 92 countries ranging from exploring sexual health in Saudi to views amongst conservative religious groups and the impact of new technology on tweens. Once you've signed off on the screener and profiles you'd like us to find, we'll leverage our global network of qualitative recruiters and panels to find the participants you're looking for. We manage the entire process and share the recruited participant profiles with you to sign off on before the research begins.

4. Set up

   Once you've signed off on the activity framework, we'll set up and configure the online platform to suit your objectives. This includes designing the look and feel, creating and scheduling all tasks and activities, preparing and uploading stimulus materials, and setting up participant profiles and invitations. This would be done at the same time as recruitment so no time is lost.

5. Launch, live community and moderation

   We'd onboard participants and the community goes live on the agreed date. Participants are invited to complete tasks and respond to prompts. Our moderators check in daily, probe for depth, push back where a response needs developing, and keep engagement levels high throughout the study. incAI works in the background from the moment participants begin responding: automatically transcribing audio and video, translating non-English content, and flagging posts that may have been generated by AI. This means no response goes unread and no insight is delayed by a language barrier. You have full visibility throughout. Most clients find it useful to dip in so they can view responses and raise observations or additional lines of inquiry with the moderation team.

6. Analysis

   Analysis of key themes and insights begins as soon as the responses start to come in. Our team of experienced researchers review all feedback as it comes in, alongside their own qualitative analysis they'll utilise our incAI analytic tools to explore the data and accelerate the early stages of analysis. We look not just at what participants said, but at the patterns, tensions, and surprises that speak directly to your business question. Where something unexpected emerged during fieldwork, we follow it. We apply the shared knowledge and interpretive judgement that turns data into genuine insight. For multi-market studies, we analyse across geographies simultaneously, identifying where findings are consistent and where meaningful differences exist between markets. We update you throughout the process with check in calls and collaborative sharing sessions as we draw out key insights and hypotheses to ensure we're aligned.

7. Reporting and debrief

   We deliver findings as a clear, well-structured report with actionable recommendations and present them to your team in a debrief session. Our reports connect participant insight directly to the decisions the research was designed to inform. We do not just describe what was said. We tell you what it means and what to do with it. We are also happy to support how findings are shared and activated internally. This could be by writing executive summaries, designing infographics, sharing postcards or providing showreels to share.